Your SlideShare is downloading. ×
0
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Case Study Of Eye Tracking In Advertising Testing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Case Study Of Eye Tracking In Advertising Testing

3,341

Published on

A case study by Medialogue using eye tracking in advertising testing.

A case study by Medialogue using eye tracking in advertising testing.

Published in: Health & Medicine, Technology
1 Comment
1 Like
Statistics
Notes
  • great !
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
3,341
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
106
Comments
1
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The average person sees over 3.000 messages a day  getting the attention of the consumer gets harder and harder
  • Attention tracking research Geheugenmeting Herinnering (recall) Herkenning (recognition)  Stop|watch Fysiologische meting Hersenactviteiten meten (du plesis) Oogbewegingen meten  Eye|watch
  • measuring attention through Eye tracking research = next Logical step
  • Transcript

    • 1. Eye|watch Attention tracking through Eye Movement Registration
    • 2. In Sanoma… <ul><li>Reach 62% of all women in Belgium </li></ul><ul><li>Top 5 most feminine sites! </li></ul><ul><li>Libelle, Femmes,Flair mobile offer for women </li></ul><ul><li>Tailor made Community Activation campaigns </li></ul>WE KNOW HOW TO COMMUNICATE WITH WOMEN!
    • 3. Information overload <ul><li>The average person sees over 3.000 messages a day </li></ul><ul><li>Getting the attention of the consumer gets harder and harder </li></ul><ul><li>Importance of an efficient visual communication </li></ul>Attention Tracking Research
    • 4. Attention Tracking by Medialogue <ul><li>1996 </li></ul><ul><ul><li>Launch of Stop|watch barometer (measuring attention through recognition questions) </li></ul></ul><ul><li>2003 </li></ul><ul><ul><li>2500 advertisements tested in Stop|watch </li></ul></ul><ul><li>2005 </li></ul><ul><ul><li>10 years of Stop|watch barometer </li></ul></ul><ul><ul><li>Publication of Stop|watch book </li></ul></ul><ul><ul><li>Presentation of du Plesis (measuring attention </li></ul></ul><ul><ul><li>through neuroimaging/brainscanning) </li></ul></ul>Source: pdf of Stop|watch book, presentation of du Plesis available on www.medialogue.be
    • 5. Attention Tracking by Medialogue <ul><li>March 2008 </li></ul><ul><ul><li>Launch of Eye|watch = Attention tracking Barometer (Attention through Eye Movement Registration) in cooperation with Rogil </li></ul></ul><ul><ul><li>Paper on eye tracking methodology </li></ul></ul>Source: paper on eye tracking available on www.medialogue.be Measure the return on impact of your magazine advertisement Stop|watch by Medialogue Anticipate the impact of your magazine advertisement Eye|watch by Medialogue
    • 6. Eye Movement Registration? <ul><li>One of the most powerful methods to find out how visual communication works is eye movement analysis. </li></ul><ul><li>Integrated infrared EMR camera in flat screens  respondent is not aware of the eye-movement registration equipment. </li></ul><ul><li>Analysis based on the distribution and number of fixations (Fixation = 50-100 milliseconds focus on 1 point) </li></ul>
    • 7. Advertisement optimization Advertisement pretesting Optimize the design, lay-out, colours, message… of any communication stimulus before launching Is your ad communicating your message? dialogue with your creative people by evaluating your ad in an objective way. Added value of Eye|watch Evaluation of communication power of your advertisement understand why certain advertisements (didn’t) work(ed) and recommendations for improving your advertisment <ul><li>Main questions: </li></ul><ul><ul><li>Which elements of a stimulus are perceived (headline, product, text, logo…)? </li></ul></ul><ul><ul><li>Does the viewer pay enough attention to process the relevant elements (headline, product, text, logo…)? </li></ul></ul><ul><ul><li>When and how intensive are they perceived? </li></ul></ul><ul><ul><li>Are the elements clearly arranged in order to get the message to the consumer ? </li></ul></ul>
    • 8. Advertisement pretesting: Actimel Case <ul><li>Key visual not clear enough, too dark </li></ul><ul><li>2 text blocks, no added value </li></ul><ul><li>Too much text </li></ul><ul><li>No clear reading pattern </li></ul>Source:Eye tracking Actimel, Rogil (2006-2007) Basic rule: K eep I t S hort and S imple (KISS) 1st version Hotspots
    • 9. Advertisement pretesting: Actimel Case <ul><li>Product as key visual  works very good </li></ul><ul><li>Increased structure and simplification  clear reading pattern </li></ul><ul><li>Still problematic = text block and main message at the bottom </li></ul>2nd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)
    • 10. Advertisement pretesting: Actimel Case <ul><li>Further simplification of text part increased the attention </li></ul><ul><li>Also increased attention for main message at bottom, but there is still improvement possible </li></ul>3rd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)
    • 11. <ul><li>Multi-client study for Ad testing </li></ul><ul><li>Benchmark your print ad for Eye Tracking database (more than 7000 observations) </li></ul><ul><li>Launch 1st wave = week 12 </li></ul>Eye|watch barometer
    • 12. Research design <ul><li>Street recruitment via mobile test units </li></ul><ul><li>Eye Movement Registration (5 minutes) </li></ul><ul><li>In-depth evaluation questions: Face to face interview (15 minutes) </li></ul><ul><li>7 ads tested per wave </li></ul><ul><li>6 waves per year </li></ul><ul><li>N = 100/wave </li></ul><ul><li>Quota in line with CIM </li></ul><ul><ul><li>Sex: 50% men - 50% women </li></ul></ul><ul><ul><li>Age: 50% 18 – 44 y.o. / 50% 45 -65 y.o. </li></ul></ul><ul><ul><li>Social groups: </li></ul></ul><ul><ul><ul><li>31% sg 1-2 </li></ul></ul></ul><ul><ul><ul><li>28% sg 3-4 </li></ul></ul></ul><ul><ul><ul><li>23% sg 5-6 </li></ul></ul></ul><ul><ul><ul><li>18% sg 7-8 </li></ul></ul></ul><ul><li>Fieldwork by Rogil, the specialists in Attention Tracking Research </li></ul>
    • 13. Questionnary <ul><li>Part 1 = Eye Movement Registration (EMR) </li></ul><ul><li>Part 2 = In-depth evaluation questions </li></ul><ul><ul><li>Overall liking </li></ul></ul><ul><ul><li>Key performance indicators </li></ul></ul><ul><ul><ul><li>+ 2 ad specific closed items/questions can be added (within the fixed budget) </li></ul></ul></ul><ul><ul><li>Socio-demographics </li></ul></ul><ul><ul><li>Media usage </li></ul></ul>Source: Moves me, touches me Inspiring Gives me a good feeling Credibility Striking, eye-catching Entertaining Attractive Convincing Call to action Tells me something new Easiness to understand Original
    • 14. Options <ul><li>Option 1: extra questions </li></ul><ul><ul><li>Extra ad hoc questions for a specific print (open and closed questions) </li></ul></ul><ul><li>Option 2: Sample boost </li></ul><ul><ul><li>Boost sample for specific target groups </li></ul></ul><ul><ul><li>e.g.: Youngsters, 16-24 years old </li></ul></ul><ul><ul><li>N = 50 which all pass the EMR and verbal measurement </li></ul></ul><ul><li>Option 3: qualitative research </li></ul><ul><ul><li>Possibility to interview a sub-sample (N = 10 respondents) </li></ul></ul><ul><ul><li>In-depth qualitative interview (20 minutes) </li></ul></ul><ul><ul><li>Qualitative insights are integrated in Eye/watch report </li></ul></ul>Source:
    • 15. Practical <ul><li>Input client </li></ul><ul><ul><li>Stimuli (both French and Dutch) in high definition jpg file </li></ul></ul><ul><ul><ul><li>Minimum 300 Dpi </li></ul></ul></ul><ul><ul><ul><li>Minimum resolution 1680x1050 </li></ul></ul></ul><ul><ul><li>Ad hoc questions </li></ul></ul><ul><ul><li> deadline = 1 week before field! </li></ul></ul><ul><li>Output Medialogue </li></ul><ul><ul><li>Eye Movement Analysis </li></ul></ul><ul><ul><ul><li>Hotspots analysis </li></ul></ul></ul><ul><ul><ul><li>Reading pattern analysis </li></ul></ul></ul><ul><ul><li>Evaluation of the ad </li></ul></ul><ul><ul><ul><li>Overall liking </li></ul></ul></ul><ul><ul><ul><li>Evaluation on 10 items (8 fixed items/2 ad hoc items) </li></ul></ul></ul><ul><ul><li>Key findings + recommendations </li></ul></ul><ul><ul><li>PowerPoint report + oral presentation with both Eye tracking and questionnaire data </li></ul></ul>Source:
    • 16. Output: Hotspots & Reading pattern Source: PRODUCT 89% 0,72s LOGO 80% 0,46s 73% 0,90s HEADLINE TEXT 91% 1,59s 100% 0,79s KEY VISUAL Hotspots Reading pattern 1 5 4 2 3
    • 17. Not important / Not relevant Doesn’t give new information Unpleasant Incredible Ordinary / Banal Difficult to understand Doesn’t invite to buy the product Makes the brand less attractive Not interesting Not typical product X Important / Relevant Gives new information Pleasant Credible Original / Distinguishing Clear / easy to understand Invites to buy the product Makes the brand attractive Interesting Typical product X Top 2 % Bottom 2 % Output: Evaluation of the ad Source: To what extent does each of the following statements apply to the advertisement? 6 point scale: (fully applies)
    • 18. Timing Source: <ul><li>Week 48-49 </li></ul><ul><li>Week 46 </li></ul>South <ul><li>NOVEMBER </li></ul><ul><li>Material Week 44 </li></ul><ul><li>Week 44-45 </li></ul><ul><li>Week 42 </li></ul>North <ul><li>OCTOBER </li></ul><ul><li>Material: Week 40 </li></ul><ul><li>Week 40-41 </li></ul><ul><li>Week 38 </li></ul>South <ul><li>SEPTEMBER </li></ul><ul><li>Material: Week 36 </li></ul><ul><li>Week 22-23 </li></ul><ul><li>Week 20 </li></ul>North <ul><li>MAY </li></ul><ul><li>Material: Week 18 </li></ul><ul><li>Week 18-19 </li></ul><ul><li>Week 16 </li></ul>South <ul><li>APRIL </li></ul><ul><li>Material Week 13 </li></ul><ul><li>Week 14-15 </li></ul><ul><li>Week 12 </li></ul>North <ul><li>MARCH </li></ul><ul><li>Material: Week 10 </li></ul>Results Field Region Wave
    • 19. Budget <ul><li>Eye|watch your ad € 3.500 </li></ul><ul><li>Options </li></ul><ul><ul><li>Option 1: extra questions </li></ul></ul><ul><ul><ul><li>Open question + € 200/question </li></ul></ul></ul><ul><ul><ul><li>Closed question + € 75/question </li></ul></ul></ul><ul><ul><li>Option 2: Sample boost ad hoc </li></ul></ul><ul><ul><li>Option 3: qualitative research + € 2.650 </li></ul></ul>Source:
    • 20. Contact us Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 12 fax: +32 2 776 27 93 [email_address]

    ×